The calls for the death of SEO started shortly after Google’s sequential algorithm changes, named Penguin and Panda, nullified a swath..
Google’s new focus on long form content provides an opportunity for businesses to expand their SEO efforts to include papers that provide deeper analysis and research on a variety of topics. Referred to as “In-depth articles”, these papers are typically far longer in terms of word counts than the listings that usually appear on the search engine results pages (SERPs). While always subject to change, the characteristics that long form content must exhibit to be listed in Google’s In-depth article boxes include:
- Keyword relevant content – A long form article must exhibit relevance to the topic and related keywords, which can be more challenging on longer papers. Generally speaking, a well-written article will satisfy relevance issues, leaving the focus on sharing detailed information on the subject.
- At least one image – All listings in the In-depth articles boxes have an image that appears next to the title of the article. Be sure to add the “ALT” description to the image so that it can be indexed by the search engine.
- An original conclusion, angle, and/or approach – The In-depth articles that are currently surfacing on Google’s results pages are not simple regurgitations of news events. Those which surface have a combination of original points of view with comprehensive coverage of the topic.
- Evergreen content – Google is looking for content that will stay relevant over the short and long term. Content that is instructional, describes best practices, and/or research based is often considered as evergreen. On the other hand, articles that are seasonal or date centric, such as monthly statistics, would not meet the definition of evergreen material.
For businesses with comprehensive SEO campaigns, the opportunity to surface thoroughly written papers on the search engines carries numerous benefits. In addition to higher visibility, these long form articles can enhance authority and credibility while simultaneously building your brand.
Search engine optimization (SEO) is a multi-faceted process that can be both time and labor intensive. The ultimate success of these...